The introduction of new products, exploration of new markets, raising consumer awareness and installation of new software are the focus of Rowad National Plastic [QQ]Company's growth strategy.
Rowad, set up in 1994 for the production of various types of plastic sheets, currently holds a major share of the GCC market.
The product range of Rowad includes plastic sheets from 2 mm to 13 mm, such as polycarbonate, acrylic, ABS, HIPS and HDPE for diverse applications in building construction, advertising, refrigerator manufacturing, lighting technology, automobile accessories, computer parts, packaging industry, etc.
Rowad which has its own production, storage, research and development lab facilities in Riyadh has added another manufacturing plant at Dammam, effectively doubling its production capacity to 7,500 tonnes per year (tpy).
Rowad secured ISO 9002 certification last year as part of its quality assurance programme.
Rowad realised a turnover growth in 1999 of approximately 20 per cent as a result of the launch of new sheet products and more aggressive sales and marketing programme, says general manager Mohammed Al Laabon. Presently 70-80 per cent of the production is sold to the local market and the rest is exported to more than 14 countries.
Roward has multifaceted plans for the future. "First of all, we want to penetrate new export markets in the next two years, particularly outside Middle East," says Al Laabon.
As part of the same strategy, Roward recently launched its online product brochure www.alrowad.com, bringing technical data sheet, application details, etc. to the attention of thousands of customers worldwide. Similarly, the latest computer systems have now been installed in the company to transfer data from the Dammam plant to the Riyadh plant online. [QQ]"It will make accounting, inventory, production planning more efficient, ultimately to serve our customers fast and better," says Al Laabon.
The company's new injection molding machine lines are also about to start trial production.
Al Laabon adds that the initial capacity is 450 tpy and the line may produce large engineering components viz. in PP 1650 gm and in PS 2000 gm.
Rowad is quite confident of signing a big supply contract for automotive battery cases with one of the biggest battery manufacturers in Riyadh, he says.
"In fact, we are looking forward to serve the engineering goods market requirements with our new injection molding machine line, particularly in the IT industry, as our line is fully automotive and the robotic system with all related auxiliaries to fulfill high-tech components requirements."
Speaking on the products of the company, he says Roward polycarbonate (PC) sheets with two sides UV protection layers are offered with 10 years limited warranty and were supplied to several prestigious projects in the Kingdom as well as other GCC countries.
The polycarbonate sheet is an ideal substitute for glass and is as transparent as glass but half its weight, says Al Laabon. "It is tough yet flexible and cold formable. Its versatile features allow the architect the freedom to design imaginative glazed structures with long-term economy and safety in mind. The advantages of Rowad PC sheets are apparent particularly in roof glazing or skylight. Its lightweight facilitates the design of wide spans and enables considerably lighter supporting structures to be used. its exceptional mechanical properties - installed as space-glazing, continuous roof-lights or individual roof domes - contribute to the safety and security of roofing.''
"Widely regarded as the toughest of the glazing materials known, Rowad PC sheet has 250 times the impact strength of glass and so gives protection against vandalism and its consequences. Rowad PC sheet, even at a thickness of 4 mm, meets the requirements of anti-bandit glazing as defined and tested in BS5544," says Al Laabon.
In addition, Rowad PC sheets display good heat resistance and high heat deflection temperature, which is required for thermoforming of domes and pyramids. Another key property of the sheet is its high transparency and the clear view it provides even for coloured skylights.
Recently, a textured surface design, Crystal, was added to the PC sheet range. This is becoming quite popular for privacy glazing, says Al Laabon. "Rowad PC textured sheet has an attractive textured surface, giving excellent light diffusion without transparency. This makes it ideal for interior and exterior privacy glazing applications such as shower screens, balustrades, doors and main gates. It serves to effectively hide any scratches or scuffing, which may result from heavy contact," he says.
Rowad PC sheet is resistant to weathering because of its 50-60 micron UV (ultraviolet) protection layers on each side, compared to the international standard of only 30 microns UV protection. "This ensures durability in the most demanding climates such as in Saudi Arabia. [QQ]The sheets carry a 10-year limited warranty against breakage, excessive yellowing and loss of light transmission on its sheets, for all kinds of public and private buildings including shopping centres, villas, mosques, schools, warehouses, offices and leisure centres," he says.
Flammability of building material is a major consideration for the specifier today. Standard PC sheets from Rowad can be defined as a Class O material as designated in the UK regulations, he says.
